UGC ads (or User-Generated Content ads) are ads that use content generated by users themselves to promote a product or brand. This type of advertising is increasingly used by brands to strengthen their credibility and authenticity, as well as to increase engagement and interaction with their target audience. As a reminder, user-generated content has been and is still very much used organically. Customer reviews are one of the most famous formats in this sense. But did you know that by properly framing the process, you can use this UGC in sponsored campaigns or games? Enough to fuel both your reputation and your sales.*** self five everyone***
Understanding UGC Ads at a glance UGC ads are ads that use pieces of user-generated content., such as photos, videos, comments, reviews, or testimonials, to promote a product or brand. Brands can select and use this content to create more authentic and compelling ads. It's important to do not confuse them with sponsorship campaigns, because users who post content for a brand are generally not paid. That being said, UGC ads can be created by nano-influencers who, together, can have a huge impact on the buying decision of millions of visitors. UGC ads allow customers to be directly integrated into a brand's marketing strategy. Although User Generated Content is mainly used in the B2C field, it can also be used in the B2B field, regardless of the brand's business.
What are the acquisition advantages for your e-commerce brand?
UGC ads offer a number of benefits to brands, including: - Strengthening the credibility and authenticity of advertisements : UGC ads allow brands to show their product or service in a real situation, thanks to testimonies and comments from users, which reinforces the credibility and authenticity of the ads (social proof) .- Increased brand engagement and interaction : UGC ads are often considered to be more engaging than traditional ads because they are created by real people rather than ad agencies. - Reduced advertising content production costs : UGC ads allow brands to create advertising content without having to invest considerable resources in content production.
Examples of brands using UGC ads
Many brands use user-generated content in their ads, whether on social media or in paid search ads.
- Airbnb, for example, launched an advertising campaign in 2016 called “Live There” that featured photographs and videos taken by users during their stays in Airbnb accommodations. These ads used authentic images to show the diversity of experiences offered by Airbnb and to encourage people to “live like a local.”
- Remember that the approach is not new... already in 2011, Coca-Cola launched its campaign called “Share a Coke” which encouraged people to share a bottle of Coca-Cola with a friend whose name was on the label! Consumers were invited to share photos of their personalized bottles on social media using the hashtag #ShareaCoke, creating user-generated content that Coca-Cola used in its ads.
- Sephora encourages customers to share photos of themselves wearing Sephora products on social media using the hashtag #SephoraSquad. The selected photos are then used in Sephora ads, creating user-generated content that highlights the brand's products in real life situations.
Some best practices for cardboard packaging
To use UGC ads effectively, brands need to follow certain rules, such as respecting the privacy of users and getting their consent to use their content. Brands should also select user-generated content strategically, choosing elements that highlight their products and services in a compelling way. Finally, it's important to measure the success of UGC ads using metrics such as user engagement, conversion rate, and return on investment (ROI).
How do you get started on your first UGC ads campaigns for your e-commerce site?
If you want to get started with your first UGC ads campaigns for your e-commerce site, here are some tips to get you started: 1. Identify opportunities for user-generated content : Look for channels and platforms where your customers share photos, comments, or reviews about your products. This may include social networks such as Facebook, Instagram, TikTok, online forums, or even specialized blogs and websites.2. Get user consent : Before using user-generated content in your ads, make sure you get their consent and respect privacy policies. Ask your customers if they agree to you using their content in your ads and be sure to give them the option to withdraw their consent at any time.3. Select content strategicallye: choose content that convincingly highlights your products and matches your target audience. Avoid content that could damage your brand reputation or that is not appropriate for your brand.4. Use a content management platform to manage and organize user-generated content. This will save you time and make it easier to select and use this content in your ads.5. Measure performance using key metrics such as engagement, conversion rate, and return on investment (ROI). Use this data to optimize your future UGC ads campaigns and improve their performance.6. Set up your attribution well to monitor your results in a relevant (and financially fair...) way compared to more traditional campaigns. Marketing Studio makes it easy for you to do that. By following these tips, you can get started on your first UGC ads campaigns and take advantage of the benefits of this type of advertising for your e-commerce site.
Conclusion... and next step
UGC ads are an effective advertising strategy for brands looking to create a more authentic and engaging relationship with their target audience. By using pieces of user-generated content, brands can boost the credibility and authenticity of their ads, while increasing engagement and interaction with their target audience.
